The situation

For individuals living with an advanced form of dry, age-related macular degeneration called geographic atrophy, or GA, understanding the importance of slowing down disease progression is vital. GA can lead to blindness, lack of independence, and diminished quality of life. The earlier you treat, the longer you may preserve vision.

The idea

GA patients are typically over 65 and may already be experiencing symptoms of vision loss. With that in mind, user experience and accessibility became key factors in content development and website design. Accessibility and website metrics were analyzed and helped to shine a light on ways to improve our site for our visually impaired audience and drive continued refinements.

Accessibility matters

The execution

Bring the SLOW RIDER campaign launch to life with a prioritized focus on the accessibility needs of those who are visually impaired. Following a full site audit to identify areas of improvement, a new website was built leveraging the brand’s strong color palette, bold iconography, and recognizable campaign imagery. All creative assets—including font sizes, colors, navigation elements, and more—were developed with accessibility and user experience guidelines in mind, with the end goal of providing an exceptional experience.

The impact

IZERVAY is now the #1 prescribed FDA-approved treatment for new GA patients.* Since its September 2024 launch, the campaign has seen over 3 million visits to the site, helping to accelerate aided brand awareness to 76%.^†

*Based on Symphony data from 3/24-1/25. May not represent entire patient population.

^†Patient ATU study: November 2024.

^††Google Analytics: 09/30/24 - 03/31/25.